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The US market becomes more relevant in Germany

Germany’s tourist attraction power grows within the US market, whose visitors value positively the destination and its hotels.

The main intercontinental market that visits Germany is the United States. During the last quarter of 2017, flight bookings volume increased by 3.79%, which translates into approximately 20,000 more bookings, according to data from the main GDS. However, the tourists’ average stay in the destination reduced from 15 to 14 days.

According to data monitored by Mabrian’s platform in the third quarter of 2017 (98.12 million mentions on social networks and 38,739 hotel reviews), the US visitor to Germany seems to be well organised, looking for flights an average of 87 days ahead of the trip, and finalising the booking 63 days before departure (on average).

These patterns enable us to identify the so-called “opportunity window” that opens between the beginning of the decision process and the visitor’s final purchase, in this case, 24 days on average.

Knowledge of this data allows destination managers and tour operators to influence potential clients by reinforcing their positioning and boosting the final purchase decision, in the decision making phase. The increase in return of marketing campaigns using this information is extraordinary.

According to the satisfaction indexes with the destination shown by the tourists, US tourists show a very good global satisfaction level (GTPindex), of 78.38 points out of 100, almost two points above average. The security perception of the destination (PSindex) and the climate satisfaction (PCindex) also show very positive indexes with 84.03 and 82.85 points respectively.

Regarding the evaluation of the tourist product in general (TPindex), the satisfaction shown by US visitors (63.17 points) is below the average (70.47 points) compared to other origin markets. The main motivation during their visit to Germany are the cultural attractions, particularly for those visiting Berlin. However, satisfaction levels for these attractions is low (38.05 out of 100) showing that this is the main indicator where the destination needs to improve.

With regards to hotel service satisfaction, the good reviews for 3* accommodations (73.36 points) stands out in comparison to the general hotel satisfaction for all categories (72.47 points).

These indexes are calculated with advanced NPL techniques (Natural Language Processing) that allow to extract, through specialised algorithms doted with Artificial Intelligence, the sentiment of tourist mentions published by visitors of the destination, as well as tourism transactional data (flights, bookings, hotels, etc.).

The use of various data sources allows Mabrian to perform a diversified analysis that enriches the data and converts it into unprecedented knowledge of the tourist’s full Travel Cycle, making it possible for managers to make more timely and profitable decisions.